What we learned at the 2026 International Pizza Expo – The Martin Group
Every year, the International Pizza Expo in Las Vegas brings together thousands of industry professionals—from dough makers and distributors to pie purveyors of all shapes and styles—and enables their culinary comingling inside one expansive enclave.
This year, The Martin Group had the opportunity to attend with client Rich Products, for whom our team provides various integrated communications services. For this show, we partnered with Rich’s to establish their 2026 Pizza Expo booth design, creative, and marketing brochures, as well as offer follow-up insights and deliverables after the three-day event.
Our objective in attending the conference was to see our final booth setup for Rich’s live and in person; study and observe other booth designs throughout the Expo; observe the trends driving design, competing marketing materials, and the industry as a whole; and bring back inspiration that can shape smarter, more impactful trade show experiences for our client and their customers for years to come.
Here’s a little taste of what we learned:
Texture creates authenticity
As we strolled the Expo aisles, we could see that many booths were playing the long game with materials. Faux brick walls, patterned tile floors, distressed wood countertops. These aren’t just decorative choices—they’re strategic. When you’re exhibiting in a convention center, the environment works against you. Everything around you screams “trade show.” Finding the right textures can help you whisper “restaurant.”
The booths that nailed this felt like somewhere you’d actually want to hang out, not just somewhere you’d stop to grab a sample or scoop some product literature.
Social activation is the new sampling
Handing someone a slice of pizza at a pizza expo is, put simply, table stakes. The booths generating real buzz were the ones that gave people something to do.
From a giant signable wall to creating Instagrammable photo moments with inventive digital experiences, interactive booths created excitement and engagement within the booth experience, inviting attendees to stop by, hang, and learn a little bit more.
These moments aren’t just fun—they’re shareable. And shareable moments extend a booth’s reach well beyond the convention floor.
Architecture as brand language
The smartest exhibitors used their booth’s physical structure to say something about who they are.
Tall structures that rose above the noise. Arched doorways. Open pergola frames. These made visual brand statements and helped to break through the noise of other booths, all while allowing visual brand elements to complement storytelling opportunities—or be the story themselves. Creating such experiences in a 360-view was key for standout booths and generated a buzz around each destination.
This is positive attention, and this is what a booth needs at a big-time event like this.
Make your space feel like a place
Several exhibitors went all-in on transforming their footprint into a fully realized environment, complete with patio umbrellas, checkered tablecloths, potted plants, pendant lighting, and family-style seating. The goal was simple: make people want to stay.
And it worked. The booths that felt the most like an actual neighborhood restaurant were the ones where attendees lingered, sat down, and had real conversations. This was placemaking at a micro level, and at the end of any trade show, this should be the goal for any planned booth.
Booths are brand experiences
Attending the 2026 International Pizza Expo wasn’t just a fun few days in the desert. (Note: It absolutely was.) It was a reminder that the best trade show booths are well-designed brand experiences. They create a feeling, invite participation, and leave people with something to remember—whether that’s a photo, a signature on a wall, or just the memory of a really great vibe.
As we bring these insights back to our clients, we’re thinking about how each of these trends can be adapted and elevated for their specific brands. This is always the goal. It has to be personalized to meet the diversified needs of a singular business or organization, because what worked for someone won’t work for everyone.
But if you understand why it worked, you can make it your own and stand out, no matter the trade show, expo—or international pizza party.
To learn more about The Martin Group’s work across the food and beverage space, click here.
